By MAE ANDERSON
AP Business Writer
Advertisers are planning to pull out the tools in their arsenal during Super Bowl time this Sunday, including celebrities, A-list rock bands and cinematic story lines.
Of course, there will still be ad surprises on Sunday with major brands like Chrysler and Coca-Cola staying mum on at least one of their ads. But the ones that are already out use a variety of tactics to draw viewers' attention.
Overall, marketers are doing a better job getting their branding message across — while still entertaining — than previous years when a cheap joke or gag ruled supreme, says Kelly O'Keefe, professor of brand strategy at the Virginia Commonwealth University Brand Center.
"This year there's much more focus on brand personality: the spot has to be both interesting and funny and link back to the core assets of the brand," he said. "I'm predicting a stronger Super Bowl than last year."
Advertisers are in the game to win. The Super Bowl is advertising's biggest showcase, with more than 108 million people expected to tune into the game. And companies are paying an estimated $4 million to have their ads be a part of the action.
Here are 10 ads to watch for on Sunday.
1. Anheuser-Busch: The biggest Super Bowl advertiser's ad in the fourth quarter shows an adorable Golden Labrador becoming enamored with one of the beermaker's iconic Clydesdales to the tune of "Let Her Go" by Passenger.
2. General Mill's Cheerios: The cereal maker brings back an interracial family that starred in a prior spot. This one shows a father telling his daughter that they're going to have an addition to the family, a baby boy. Then, the little girl strongly suggests they also get a puppy. The ad airs during the first unscheduled time-out of the game.
3. Bank of America: The bank will promote its partnership with AIDS nonprofit (RED) by having music group U2 sing their new single "Invisible." between the first and second quarter. The song will be a free download on iTunes during the game and for the following 24 hours. Bank of America will donate $1 each time it is downloaded to the Global Fund to Fight AIDS.
4. SodaStream: The Israeli at-home soda maker company has stirred up controversy on two fronts. Their ad features "Her" actress Scarlett Johansson touting the health and environmental benefits of the soda maker and will run in the fourth quarter. The ad first made waves when the company said it would delete its last line, "Sorry, Coke and Pepsi," at a request by Fox. Then on Thursday, Johansson resigned her Oxfam ambassadorship. The nonprofit was unhappy she was linked with SodaStream, which operates in Israeli settlements in the West Bank of Palestine. Oxfam is opposed to that.
5. H&M: The clothing maker's ad in the second quarter features nifty technology that will allow people with some Samsung Smart TVs to order soccer star David Beckham's Bodywear products with their remote control in real time.
6. Nestle's Butterfinger: A suggestive teaser ad showed a couple, "Chocolate" and "Peanut Butter," in '70s-style couple's therapy talking about the need for "change" and "excitement." The actual ad in the third quarter will have a related theme and Butterfinger is expected to introduce its Peanut Butter Cups with some tongue-in-cheek double entendres.
7. Beats Music: Ellen DeGeneres reimagines the Goldilocks and The Three Bears fairytale in this ad running in the third quarter that introduces Beats Music, a streaming music service.
8. Wonderful Pistachios: The snack producer showcases comedian Stephen Colbert running amok in two 15-second ads in the second quarter.
9. Kia: In the carmaker's third-quarter ad to introduce its K900 luxury sedan, Laurence Fishburne reprises his "Matrix" role as Morpheus and displays some surprising operatic skills.
10. Chrysler: The automaker is bound to surprise. Always mum ahead of the game, Chrysler has produced some of the best loved and most remembered spots during the big game, from Eminem's "Imported from Detroit" ad in 2011 to last year's "Farmer" ad featuring scenes of American farmland and a voiceover by conservative radio broadcaster Paul Harvey. Look for another surprising spot or two this year.
Super Bowl Ads: Anything Could Happen
By CANDICE CHOI
AP Food Industry Writer
NEW YORK (AP) — Super Bowl advertisers are finally about to see their efforts play out on the industry's biggest stage Sunday night. But as they've learned in the past, anything can happen.
Companies Coca-Cola, Mars and Nestle have spent the past several days trying to drum up hype for their big-money ads, in some cases by releasing teasers online. Anheuser Busch InBev even hosted a viewing party for its ads aboard a cruise ship docked at a New York City pier, which was transformed into a floating "Bud Light Hotel," complete with escargot, duck and cheesecake on the menu.
Still, Super Bowl advertisers have learned that the unexpected can happen. And when it does, they have to be ready.
One of the most memorable moments from last year's game, for example, was a tweet from Oreo. When a blackout hit the stadium early in the game, the company posted an image of an Oreo cloaked in darkness with the tagline "You can still dunk in the dark." It got more than 10,000 retweets on Twitter within an hour.
The power of a traditional Super Bowl ad is nothing to sneeze at, of course, with companies shelling out an estimated $4 million for a 30-second spot. It's not just money on the line, though. More than 100 million people have tuned into the game in recent years, making it one of the most watched events in the country's TV history.
Even for companies that release their ads on YouTube early, though, nobody really knows how they'll go over during the game. Chrysler, Anheuser-Busch and Coca-Cola are among the companies keeping at least one of their spots under wraps too. And of course, anything can happen during the match between the Denver Broncos and Seattle Seahawks, or the halftime show starring Bruno Mars. Remember Janet Jackson's wardrobe malfunction?
Here's a peek at some highlights of tonight's Super Bowl ad action. Check back for updates throughout the night.
FIRST UNSCHEDULED TIME-OUT: CHEERIOS FAMILY ADDS A NEW MEMBER
If the faces in the Cheerios ad look familiar, there's a reason.
The biracial family was also featured in an ad that made headlines last year after it sparked ugly comments online. The remarks were subsequently eclipsed by an outpouring of support.
General Mills, which owns Cheerios, says it was looking to reflect the changing U.S. population when it cast the roles for the fictional family, made up of a black dad, a white mom and their daughter. In the new spot, the dad tells the little girl that she has baby brother on the way.
If the ad is popular enough, perhaps General Mills will keep following the family's story line for years to come. Just picture it: the little girl as a sullen teenager sitting at the breakfast table, refusing to talk to her exasperated parents. Fade to black as they eat their Cheerios in silence.
FIRST QUARTER: BUD LIGHT'S FEAR OF MISSING OUT
How important is the Super Bowl to Bud Light? The beer has three ads airing during the game.
In case that wasn't enough, it also has a massive party ship docked at a New York pier with the words "THE BUD LIGHT HOTEL" emblazoned on the side. The ship is on loan from Norwegian Cruise Lines and is serving as a base for about 4,000 guests. After taking control of it earlier this week, Anheuser Busch slapped its Bud Light logo on just about everything in less than 24 hours, down to the tiny shampoo bottles in the cabins.
Even crew members' uniforms have Bud Light stitched onto the sleeves.
Tucked away in a room aboard the ship on Sunday will be Bud Light's "social command center," complete with giant flat screen TVs and computers to monitor whatever may be happening.
In case the 18-member team is second-guessing a tweet it dreams up, Anheuser Busch says its legal team will be on call for consultation.
SECOND QUARTER: STEPHEN COLBERT GETS CRACKIN'
Goodbye Psy, hello "freeberty."
Wonderful Pistachios is back for its second straight Super Bowl ad. This time, the 15-second spots will star funnyman Stephen Colbert, who's known for making up words such as "truthiness" and "freeberty" (presumably a mash-up of freedom and liberty, two of his favorite things). The ads launch a yearlong sponsorship deal featuring the tagline "Get Crackin', America."
Roll Global, which also owns Fiji Water and POM Wonderful juice, says its Super Bowl ad last year starring Korean pop singer Psy was a huge hit, with sales up 18 percent year over year.
Good for them, but some viewers are getting a little tired of that horsey dance.
New York City dwellers may already noticed teasers for the new ads starring Colbert playing on TV screens in the back of taxis over the past week.
SECOND HALF: BOB DYLAN VERSUS JOHN STAMOS
Chobani may feature a Bob Dylan song in its ad, but rival Oikos has Full House star John Stamos — better known as Uncle Jesse to fans of the sitcom.
In Chobani's big game debut, the tune of "I Want You" plays as an angry bear ransacks a country store for something good to eat.
Meanwhile, Dannon's Oikos ad shows Stamos sitting with a woman who seductively licks some stray yogurt from his finger, then his upper lip. The scene heats up when some yogurt falls on his lap — but the moment is ruined when fellow Full House stars Bob Saget and Dave Coulier interrupt with offer to clean it up.
For those who didn't watch Full House: the joke is that Saget's character was a clean freak. As daughter Michelle would say...How rude.
FOURTH QUARTER: SCARLETT JOHANSSON'S POLITCALLY CHARGED FIZZY WATER
Who knew seltzer could be so controversial?
SodaStream's ad starring the actress Scarlett Johansson has already gotten plenty of attention for the soda machine maker. The ad prompted the "Her" star cut ties with Oxfam International, which took issue with SodaStream's large factory in an Israeli West Bank settlement.
Meanwhile, Oxfam is planning to bring attention to another issue during the game: Pepsi's "land grabs" in countries such as Brazil and Cambodia, where it says the company's sugar suppliers have robbed farmers of their rights and kicked them off their land.
Oxfam says it has about 1,000 people signed up to tweet and post on Facebook during the game.
Follow Candice Choi at www.twitter.com/candicechoiCopyright 2014 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.
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